Lance D.

About Lance D.

I’m a marketing and eCommerce leader who has spent 15+ years growing businesses across retail, consumer products, and direct-to-consumer (DTC) channels. What drives me is the challenge of blending analytics and creativity, using data to shape strategy, and storytelling to connect with customers.My career began in merchandising and category management, where I negotiated multi-million-dollar vendor contracts, managed profit and loss (P&L), and learned how assortment, pricing, and promotions directly impact growth. Over time, I expanded into digital marketing and eCommerce operations, building expertise in search engine optimization (SEO), paid media, email, social, content strategy, and conversion rate optimization (CRO). I’ve led teams through complex transformations, from doubling revenue at a health and wellness DTC retailer by introducing subscriptions and retention programs, to driving a full rebrand and digital overhaul that improved booking rates and return on investment (ROI) in the moving industry. Along the way, I’ve discovered that I thrive outside of my comfort zone, unlearning and relearning quickly to adapt to the fast-moving world of eCommerce and digital marketing.Equally skilled at fostering strong cross-functional relationships, I ensure that strategies translate into execution and measurable business impact. Beyond my core expertise, I bring a proven history in:• Growth Marketing• Marketing Planning• Strategy Development• Brand Management• Campaign PlanningI thrive in fast-paced, entrepreneurial environments where ownership, problem-solving, and results matter most. My passion lies in building growth strategies that strengthen brand presence, optimize the full funnel, and deliver sustainable revenue, while ensuring the customer experience remains at the center.Let’s connect! Marketing Strategy | Strategic Planning | Brand Management | Campaign Execution | Platform Management | Merchandising Strategy | Conversion Optimization | Performance Improvement | Marketing Planning | Retention Marketing | User Experience (UX)| Buyer Journey Mapping

Experience

1. Marketing Director

   3 Men Movers

   Mar 2023 — Present

   Spearheaded marketing operations, branding, paid advertising, and strategic planning for the $3M moving and transportation company, overseeing a high-performing team of 3 direct reports, as well as CRO and creative agencies. Pioneered a full rebrand of the website and advertising platforms to align with company values and strengthen market positioning, increasing revenue by 8-10% over 2 years despite a stagnant housing market. Improved lead qualification and nurturing by implementing marketing automation, upsell activities, and conversion rate optimization (CRO) strategies, boosting online booking rates from 18% to 24% and close rates from 11% to 15%. Transitioned paid and organic search management in-house, saving $100K annually in agency fees while improving advertising return on investment (ROI) by 15% and strengthening search engine optimization (SEO) performance. Developed in-house reporting capabilities integrated with NetSuite, improving data-driven decision-making and the analysis of customer acquisition costs, and demonstrating the lifetime value of marketing initiatives. Leveraged customer relationship management (CRM) platforms, A/B testing, research, and artificial intelligence (AI) applications to enhance campaign planning, content generation, operational efficiency, and marketing performance.

Education

• Portland State University

  Bachelor of Science (B.S.), Business Administration and Management, General

  1985 — 1992

• University of Phoenix

  Master of Business Administration (MBA), Business Administration and Management, General

  2002 — 2004

• Loyola University New Orleans

  Accelerated Certification, Digital Marketing Professional